Many URL based approaches can allow consumer brands to now literally create products “ born digital” with any web compatible digital product identity at the time of manufacture. The example above contains both a GTIN (Global Trade Item Number – 860080001300) licensed and commercialised through GS1 and a serial number (445). The difference being that a URL or Uniform Resource Locator inclusive solutions are fully integrated with the Web.Īs an example, the following URL is a compliant GS1 Digital Link: One of many critical enablers in this dynamic could be GS1 Digital Link which upgrades the ubiquitous one-dimensional barcode so that every product item can now be smartphone-interactive, transact with point-of-sale systems and connect on the web - all with one digitised code on the product.Įssentially, more and more new standards provide a (structured) web address for each and every product. With eCommerce growing at an unprecedented rate, digitised products provide a mechanism for brand owners to scale dynamic direct-to-consumer engagements across a complex set of product lines, brands, markets, and channels. While the world’s original tag, the good old one-dimensional (GS1) barcode did the job for more than 45 years, its relevance is changing in a mobile-first global economy. Choosing the Right Format for Digital Product Identities the format of these product identities and 2. Now that we’ve clarified the need for product digitisation, let’s jump to the more complex discussions of: 1. By turning each product item into a data generating asset with a digital identity, brands can disrupt the status quo and lead with business strategies influenced by real-time data intelligence. Historically, the aggregation and sharing of data hasn’t been quick, easy, or cost-effective - especially at scale. At a strategic level, this means choosing the right digitisation and tagging technologies to allow collaboration throughout a product’s lifecycle journey. The key to achieving end-to-end visibility and transparency is the ability to interoperate with myriad partners and technologies across the supply chain. The result is more responsiveness to changes in sales channels and customer needs, shorter turn-arounds between design and delivery, optimised transportation, and routing production to where materials may be. Data for example can be organised in a Product Cloud for application with real-time analytics and intelligence. The digitisation of product items provides for the collection and integration of granular data across each stage of the supply chain. Why Digitisation?īrands need end-to-end visibility and transparency across sourcing, production and distribution to run operations with agility, resilience, and control. The ability to track and trace a product through its entire lifecycle is no longer just a supply chain issue for consumer brands, but a business requirement. The recent pandemic has only heightened this need. Let me guide you through the range of tagging technologies and their applications so you can make the right choice for your business and your customers.ĭid you know that the Internet of Things was coined to describe a world in which every single product in the world is connected to the Web with a tagging technology like RFID? With more than 4 trillion consumer products being made, shipped and sold across the globe each year, the need for digitisation and end-to-end supply chain traceability continues to grow in importance. Choosing the right one can be overwhelming. Where it gets complicated - and what you will learn in this blog - is in the number of different tagging options brands now have when digitising products. Increasingly brands are turning to digital identities to track and trace products through the supply chain. Over the past year product digitisation has become the norm rather than the exception.
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